How Do You Rank Higher on Google? Not Like You’d Expect

“How to rank higher on Google” is a common question among content writers, SEO analysts, or business owners seeking to grow their web discoverability. If you are in one of these roles, have you ever pondered this question? I know I have, ever since I started my marketing career and to this day. Achieving a high Google ranking is crucial for maintaining visibility and competitiveness.

Conducting thorough keyword research and effective keyword targeting are the first and most basic rules in the SEO playbook, both when crafting a content strategy and when writing individual articles. Yet, because of this significance, it is one of the most frustrating aspects of content writing. Unlike “casual writing,” in marketing writing, you can’t just choose any words. You must select target keywords that speak to your readers in their own terms. 

The Biggest Challenge of Keyword Research

When conducting keyword research and selecting keywords for an article, writers are on a mission to find keywords that meet the following criteria:

1. Keywords with high search volume
2. Keywords with low keyword difficulty 

Unfortunately, more often than not, these two conditions don’t coexist. 

High-volume keywords are highly sought after by content writers hoping to interest their readers, answer all their questions, and solve all their pain points. However, the more writers use these keywords, the fiercer the competition over these search terms and the higher the keyword difficulty.  

In other words, the most strategic keywords for you (keywords with the highest search volumes) are also the most competitive, making them the most difficult to rank for. Alternatively, using long-tail keywords (more specific terms) benefits from lower keyword difficulty but comes at the expense of significantly lower search volume. 

For example, in scenario #1 below, the broad keyword “keyword search” receives 8,100 monthly searches but has a keyword difficulty (KD) of 100, which means it’s almost impossible to rank for (the higher the number, the more competitive the term is). However, in scenario #2, when I refine my search to target a more specific niche, the ranking probability soars while the search volume drops. 

Scenario #1: High Search Volume – High Keyword Difficulty

Scenario #2: Low Keyword Difficulty – Low Search Volume

My Personal Challenge Around Keyword Research

I’ve been working in marketing for five years and have had the privilege of working in multiple countries and writing content in several languages. However, as a non-native English speaker, I face a unique challenge when conducting keyword research.

There is often a “word-choice” gap between how I search for keywords and how Americans search online. The terms Americans plug into Google searches sometimes differ from those I’d instinctively use. Additionally, these search inputs are usually abbreviated. As someone who pays close attention to grammar, it pains me to see article headlines on Google that aren’t in proper English just to attract readers. If I see a typo or incorrect grammar in an article, I won’t read it. Period.

Since I’m writing for an American audience, I want to use the exact words that locals use, and that requires extra time and effort to determine what makes sense to them. I often consult my American colleagues for their input or ask how they would search for something. Then, I find creative ways to incorporate those unintuitive keywords into my writing. I understand that if I write it “for me,” my visibility on Google could sink.

The Challenge Intensifies

The picture described above is only the tip of the iceberg because the tedious work starts now. To improve your chances of ranking for competitive keywords, you must keep producing content… and lots of it. 

In today’s AI-powered world, this might not seem like an impossible thing to do. You can simply ask ChatGPT to generate a new article revolving around specific terms, and what would have taken you five hours will be done for you in five minutes. But this is how we end up with a flood of content that lacks creativity and uniqueness. In such a world, not only might readers be fed up with the sea of sameness, but Google algorithms will be too. And just as readers might penalize you by not engaging with your content, Google will penalize you too by not increasing your ranking. 

To achieve high rankings for competitive keywords, you must keep writing content creatively and consistently. But even the best writer might find that consistently producing fresh, long-form, high-quality content becomes daunting and unsustainable over time. 

The New Search Engines

Investing in SEO and Google discoverability requires long-term dedication. Luckily, alternative relevant search engines offer new opportunities, with social media emerging as a viable candidate. Notably, social media is no longer only a platform for consuming “fun” content. In the context of SEO and content discoverability, social media platforms today also serve as the new search engines. 

Prabhakar Raghavan, a senior vice president at Google, said in 2022: “In our studies, something like almost 40% of young people when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.” This quote (coming from a Google executive) reflects the growing power of social media to answer what people are searching for. 

Given this shift, marketers should approach social media with an SEO mindset. Applying SEO principles to social media content (a strategy known as Social SEO) allows to diversify SEO efforts across multiple platforms, reducing reliance on Google alone. 

How Does Social SEO Help Rank Higher on Google?

Social SEO is a powerful strategy that can improve social media visibility. What’s particularly noteworthy is that this influence extends to higher visibility on Google SERPs.

So, how does social SEO help rank higher on Google? In two main ways:

1. Google Features Social Media Content: While not breaking news, this is something to keep in mind when writing for social media. Specifically, Google is most likely to rank valuable, SEO-optimized content from LinkedIn, Instagram, YouTube, and even Reddit. When creating content for these platforms, incorporating relevant keywords can be beneficial.
2. Google Prioritizes First-Hand Experience: Since the December 2022 algorithm update, Google has prioritized content delivering first-hand experience. This is the additional E in Google’s E-E-A-T quality rating guidelines and is part of Google’s combat against more-of-the-same content that swamps the internet. Since social media content tends to be more personal and human, it fits this criterion well. If your social media content is personal, showcases your experience, and is SEO-optimized, you have a better chance of achieving higher Google rankings.

By applying SEO principles to your social media strategy, you elevate not only your social media ranking but also your Google ranking. This dual benefit makes social SEO a powerful tool in your digital marketing arsenal.

Before You Make Your Social Media Content more SEO-Friendly, Here’s My Two Cents

As it turns out, social media content offers more benefits than improving brand awareness, humanizing your brand, and engaging with followers. When done strategically, it can also support your SEO efforts and enhance discoverability on the world’s largest search engine. But not at all cost.

• First and foremost, remember who you’re writing for, and it’s not Google. Your content (on any platform) has to be reader-friendly first and Google-friendly second. Don’t compromise the quality of your social media content just to rank higher on Google. If it harms your social media engagement, it’s not worth it.
• Not all social media content is suitable for Google. In other words, there’s no need to make every post SEO-friendly. Keep keywords in mind, but don’t force them into every piece of content.
• Keyword targeting for social SEO may differ from traditional SEO, so avoid copy-pasting your Google keywords into your social SEO strategy. Instead, conduct quick keyword research on various social platforms to identify which keywords overlap and which adjustments are needed. This approach allows you to maintain the essence of SEO principles while tailoring them to the unique characteristics of each social platform.

From Social to Search

Watching your Google rankings climb and your website traffic increase is incredibly rewarding for content creators, especially given the long and challenging journey to get there.

Indeed, ranking higher on Google organically is a long-term effort. Creating ranking-worthy content that beats the competition takes time, effort, and a well-thought-out strategy. So, if there’s a way to give yourself an extra push with social SEO, why not take advantage of it?